10 Principles of Nike:

1. Our business is change.

2. We're on offense. All the time.

3. Perfect results count—not a perfect process. Break the rules: fight the law.

4. This is as much about battle as about business.

5. Assume nothing. Make sure people keep their promises. Push yourselves, push others. Stretch the possible.

6. Live off the land.

7. Your job isn't done until the job is done.

8. Dangers. Bureaucracy. Personal ambition. Energy takers vs. energy givers. Knowing our weaknesses. Don’t get too many things on the platter.

9. It won’t be pretty.

10. If we do the right things, we’ll make money damn near automatic.